商报讯(记者苗露)近段时间，各大险企陆续揭开2026年"开门红"之战的序幕。活动期间，分红险依旧成 为了当之无愧的"C位"，部分险企还玩起了"饥饿营销"——通过限额销售、限时销售刺激消费者购买保 单，意在为来年业绩打下良好基础。 业内人士认为，"饥饿营销"短期内确实能实现保单的快速销售，但是在销售过程中，营销员也要重视销 售行为的规范性，不能通过宣传过高的预期收益误导消费者。消费者也应根据自身资金规划理性购买分 红险产品，勿被高收益演示或"最后额度"等宣传方式迷惑。 险企"开门红"大战再起分红险仍站"C位" 进入11月以来，各大险企推陈出新的频率加快。11月6日，新华保险宣布重磅推出其"开门红"主打产品 ——盛世荣耀庆典版终身寿险(分红型)。11月8日，平安人寿宣布推出平安御享金越(2026)终身寿险(分 红型)和平安御享金越年金保险(分红型)。 事实上，在此之前，中国人寿寿险公司也曾宣布推出鑫鸿福养老年金险(分红险)。更早前的9月29日， 泰康人寿宣布推出鑫享世家2026保险产品，采用"固定利益+浮动分红"双轮驱动的模式抵御市场波动风 险。 综合来看，2026年度的险企"开门红"产品结构呈现显著变化，其中， ...

Core Insights - The insurance industry is undergoing significant changes as the guaranteed interest rate for life insurance products has been reduced from 2.5% to 2% or lower, prompting companies to redesign product structures and agents to enhance their financial calculation skills [1][3] - The traditional "New Year promotion" period, known as "开门红," is shifting from a focus on fixed-income products to floating-income products, particularly dividend insurance, which is now taking center stage for major insurers [2][3] - The new regulatory guidelines emphasize the transition towards floating-income products, making dividend insurance a preferred choice to balance risk and meet customer expectations in a low-interest environment [3][4] Product Evolution - The 2026 "开门红" will see a major shift in product offerings, with a focus on dividend insurance rather than traditional savings-type products like annuities and whole life insurance [2][3] - Major insurers such as China Life and Ping An are prioritizing dividend insurance products, indicating a strategic pivot in product development [2][3] Channel Dynamics - The sales channels for insurance products are evolving, with major insurers leveraging their strong individual agent channels to promote complex dividend insurance products, while smaller insurers are focusing on traditional products due to their reliance on bank insurance channels [4][6] - The bank insurance channel is expected to become a key driver for the 2026 "开门红," as banks have a vast customer base and high trust levels among clients, facilitating the promotion of insurance products [7][8] Market Challenges - Insurance agents are facing increased challenges in selling the more complex dividend insurance products, as they require more detailed explanations to clients, leading to higher communication costs and lower conversion rates [6][8] - The overall pressure on the insurance industry during the "开门红" period is attributed to economic downturns and changing consumer preferences, which have reduced the willingness to invest in high-premium insurance products [6][8] Strategic Transformation - The insurance industry is recognizing the need to redefine "开门红" by integrating products with services, particularly in high-demand areas like health and retirement, to enhance customer loyalty and product value [9][10] - A shift from traditional marketing strategies to a more customer-centric approach is necessary for the future success of "开门红," focusing on deep customer needs rather than short-term incentives [9][10]